Q&As

As marketers have an increased need to be accountable and make their advertising dollars go further, the brand/direct connection is becoming more important, said Karen Ebben, director of CRM modeling and program evaluation, General Motors.

Lexus is using a slow-reveal public art exhibit, set against the backdrop of New York City, to show off its new car.

Frito-Lay has recruited personal chef Dave Lieberman for a supermarket tour touting sunflower oil.

Once you’re successfully tracking customer behavior, your next set of questions revolves around deciding what information you want to track and how you want to track it.

Coca-Cola’s new green-tea product, Enviga, marketed as a great tasting beverage that will burn calories, is set to begin a very active consumer sampling program in the New York metro and Philadelphia areas.

Mikasa & Company, a multichannel merchant of home goods, focuses on entertaining with the help of celebrity chef Tyler Florence in its recently tracked Fall 2006 catalog.

Never mind love: If the Direct Marketing Association has its way, direct response will be the international language.

The Direct Marketing Association board of directors has named to its Hall of Fame Dick Cabela, founder of Cabela’s John W. Temple, CEO of Guideposts and the late Donald Kuhn of May Development Services/Direct Media to its Hall of Fame.

The nation’s institutions–which include everything from schools to hospitals, city and county governments, libraries and religious institutions, represent a $4.1 trillion annual market, are largely resistant to recessions and very often are predictable steady buyers of products. But they’re not as easy to reach as some might think , said Mary English, assistant director of strategic alliances at MCH at a session Tuesday morning.

A Response Rate Trends Report released Tuesday by the Direct Marketing Association found that catalogs and direct mail typically produce 2.3% and 2.18% response rates, respectively.